Adapting your marketing formula to industry shifts is paramount for success in a very competitve market.

Central 1 is the credit union to the credit unions in BC and Ontario, and steward of the Credit Unions of BC brand. For nearly two decades their marketing team was a well-oiled, somewhat predictable, machine and they adhered to a reliable process as they raised credit union awareness and built a recognized brand for BC Credit Unions. In 2009 a sobering reality hit and they had to shift their focus to start connecting with young adults…their survival depended on this!

Register now and join us on February 27 to find out how their creative team built a bold and successful advertising program based on the same cooperative principles of credit unions and created a new market for their services.

Speakers

Martin ReedAVP, Marketing & Research

As the AVP, Marketing & Research at Central 1 Credit Union Martin plays a pivotal role in the strategic development, branding and marketing communications for dozens of individual credit unions. A change agent at heart, Martin is fueled by his passion for the credit union revolution, allowing him to guide the brand through a bold transformation. As acting Chair of the Credit Unions of BC advertising committee for the past seven years, his roster of successful campaigns includes the award-winning ding free® and Be Remarkable™ credit union marketing campaigns. More recently, Martin pioneered the Credit Unions are Helping Here program, which shares the true volume of community impact to the impact of community giving of credit unions in BC and Ontario.

Alanna DyaniManager, Marketing

As the Manager, Marketing at Central 1 Credit Union, Alanna implements the marketing strategy for a variety of cooperative credit union initiatives. Drawing from her sharp insight, she has successfully connected the brand to a rapidly growing audience of young adults through use of digital and social media strategies. Most recently, Alanna led the development of an innovative micro-finance initiative, aimed at helping young adults kick-start their future by pairing budding entrepreneurs with low-interest financing and the guidance and support from their local credit union to help their ideas flourish.